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Toshiba America Medical Systems is encouraging co-marketing by successful partners by creating an online Image Maker program. The portal provides Toshiba Medical customers with marketing advice and materials relating to expensive equipment such as X-ray and ultrasound machines, helping the partner's often challenged marketing budgets. "By providing this added support to our customers, we are able to get our message out there to a much greater extent than we would otherwise be able to," says Catherine Wolfe, senior director of corporate and strategic communications.

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The passage of the Affordable Care Act spurred Toshiba America Medical Systems to run a comprehensive campaign to show that it understood the changes afoot. The effort involved truly listening to customer ideas and collaborating with partners to ensure a consistent message.

Developers will be able to use a single call to collect connection data from Google users with Google's new People application program interface. The new API incorporates new protocols and technologies with the goal of replacing Google+ API and Google Contacts API.

Microboards Technology used influencers to drive sales for its 3D printing venture Afinia, a new brand that had no name recognition or prior products. By studying its market and connecting with influential personalities willing to test the product, the company's year-over-year sales increased 271%. "You don't want to be the only person out there evangelizing because nobody will listen to you," Microboards Vice President John Westrum said.

B2B buyer personas are often developed and abandoned as useless because they're written more for actors developing a backstory than on the firm footing of "insights to the worklife, objectives, orientation and obstacles your buyer faces," writes Ardath Albee. Develop helpful, effective buyer personas by asking the right questions in sales and customer-service interactions, and by focusing on the changes customers are experiencing and what course of action they are taking to embrace it.

Toshiba has decided to withdraw from the high-definition disc market, effectively ending a format war the company had been waging against rival Sony's Blu-ray technology. "This was a very difficult decision to make ... but when we thought about the trouble we would cause to consumers and our partners, we decided it was not right for us to keep going with such a small presence," Toshiba Chief Executive Officer Atsutoshi Nishida said.